Here is an excerpt:
George Gendron: Wait, it “might have happened?” You were there!
John Huey: Yeah, but I’m an old guy and this was a long time ago. I think the first thing that I consciously did was—without conducting a major redesign—I got rid of the formatted headlines. Up until then all Fortune headlines had to fit a particular space. And I never thought in magazines that was a great idea. Some headlines ought to be playful and able to run on. But every headline cannot fit into the same space with the same size subhead throughout the magazine. I thought that had a numbing effect.
And so I couldn’t really redesign the magazine like, immediately or on the fly. So I worked with Margery Peters—we were together the whole time I was there—and she immediately knew what I was talking about. And we were able to write what I thought were more enticing headlines and that more reflected what was going on.
So that’s probably the first thing I did that sent an attitude change. And the second thing I did was thinking about cover stories in a different way. And I was looking to be more provocative. Fortune was a very solid, serious business magazine with a lot of talent and a pretty good readership. It wasn’t like a derelict property. I just thought it needed more than a refresh.
I was looking back at a couple of things just before I came here, just thumbing through some issues. And I saw one headline that I really liked that said, “From Gutenberg to Katzenberg: A Selective History of the Media Business.”
A headline like that would not have run. First of all, they wouldn’t have been running a “selective history of media business” and “From Gutenberg to Katzenberg” would not have fit. And they didn’t use stickers. All the dropout type, all the pull quotes were very formatted and there was a uniformity of the whole thing.
So that’s probably the first thing. And the second thing I did was I brought in a few people who I knew could deliver a few stories that I knew I was going to need.
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